媒介融合是大众传播领域一个相对新鲜的话题。作为未来大众传播业的一种发展趋势,媒介融合通过整合或利用处于单一、混合所有权之下的电视、网络、报纸、期刊等媒体,以增加新闻和信息平台的数量,从而使稀缺的媒体资源得到最优配置的活动。在规模经济和范围经济的作用下,这些融合的媒介形式以及被重新包装的媒介内容,将提供给受众更大的信息量,从而领先竞争对手保持优势地位。这里系统地分析媒介融合的四大驱动因素、阐述其融合原理,并详细阐述在媒介融合时代媒介在内容、经营方面扩展、发展的新兴方式,希望能映射出我国传统媒体在媒介融合背景下的生存之路。 Media convergence is a relatively new topic in the field of mass media. As a trend of the future mass media industry, media convergence will increase the number of news and information platforms by integrating or utilizing media such as television, the internet, newspapers and periodicals under single and mixed ownership so that scarce media resources Get the optimal configuration of activities. In the context of economies of scale and scope, these converging media formats and repackaged media content will provide the audience with a greater amount of information and thus stay ahead of their competitors. Here we systematically analyze the four driving forces of media convergence, expound the principle of its integration, and elaborate on the emerging ways of media expansion and development in terms of content and operation in the era of media convergence. We hope that we can map out the traditional media in our country under the background of media convergence The road to survival.